The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

A quick way to ramp your startup is to snag big-time customers.

But of course, this is no easy thing to pull off. After all, how can you get the attention and trust of a large customer?

Yet companies like Microsoft and Oracle were once very small, right? Definitely. And in their early phases, they were able to land big customers.

So then what are some of the strategies you can take? Well, it is first important to realize that there are certain factors that large customers really care about:

Risk mitigation: How risky is the startup? Basically, a large customer does not want to hear you say: “I’ve only ever done startups.”

Fit for the mission: Keep in mind that large customers already have top employees that can create new technologies. In other words, such an organization instead wants something that is pre-built.

Shared experiences: A large customer wants the comfort that you understand the industry and the main issues.

“Large customers buy into a startup in a very similar way as an investor,” said Paul Kraus, who is the founder and CEO of Eastwind Breach Detection. “They look at people, market and product – in that order. Having a been-there-done-that leadership team allows doors to be opened where lesser-knowns are shut out.”

Paul should know. Consider that he has a background working at top companies like Solera Networks, Adobe, Veritas Software and Symantec. All of this experience has been extremely valuable for Eastwind, which is focused on the mission-critical business of online security. His product, which is cloud-based, helps monitor an entire network, not just the sources.

Source: The company

For Paul, he has found that a key has been to try to find leverage points when pitching large customers. “Deliver what you say and do not expect to kick the incumbent out immediately,” he said. “Get in, prove your value and fight for a seat at the main table every single day. In cases where needed, there is nothing wrong in partnering with someone who can assist you, even if that partner takes center stage. Also, look for opportunities that will trigger your partners to keep you in the current engagement and will prompt them to recommend you in the next deal.”

Now, another key area where experience is critical is getting the timing right on when to start approaching large customers. While you do not necessarily need a complete product offering, there should still be lots of substance.

“The startup needs to avoid the dreaded words, ‘we can do that’,” said Paul “You either do it or you don’t. Be honest – not apologetic about being a startup. And do not shy away from a lacking feature set. I see too many times startups engage a ‘whale’ for next to nothing and there is a Moby Dick ending.”

Tom Taulli (@ttaulli) is an Enrolled Agent and the founder of BizDeductor, which offers services and apps to help save a bundle on taxes.